Eshy Gazit of Maverick Management, is a leading expert in the music industry and has worked as an A&R talent scout, a manager for a number of leading bands, including the K-Pop sensations BTS and Monsta X, a marketing specialist, and a music tech. His current clients include Monsta X, Tiffany Young, and Marcus and Martinus.

We recently sat down to talk with Eshy to learn about some of his current endeavors as well as to gather some of advice regarding how brands and companies can be successful in reaching out to leading experts with connections to some of the leading names in the music industry.

Tell me about yourself and your background

I started playing music at a very young age and quickly decided to become a full-time musician. I played bass as my main instrument but also produced and engineered for many great artists including John Legend, Estelle, The Roots, and others. Initially, I moved to the business side to support my music and production. That led me to start a label, hire services to support my releases and then eventually add new services centering around PR and marketing. “

The commitment was and still is, to help connect people through music and by the virtue of that promote peace.

A few years ago, Big Hit reached out to my company Gramophone Media and those were my first steps in transitioning to full management, but most importantly connect the east and west through music.

You were responsible for breaking BTS in the US. They are now a huge success in the states. Can you tell us about your journey in building them up?

When I started working with BTS in 2016, most people in the US outside of the Kpop scene didn’t know who they were. The first thing I implemented was a guerilla PR strategy to include messages of music as the international language, connect all human beings as one and so on. BTS has “ARMY” which is literally an army of fans that are passionate about the band like no other fanbase I have seen before. That was a huge part of the support needed to make my case to the western world. The next steps were to connect the band with US media, artists, and the music industry in general.

I A&Red a song with The Chainsmokers (“Best of Me”) as well as the remix to Mic Drop” with Steve Aoki and Desiigner as well as other great songs with Steve. Finally, I kept connecting the band with many notable figures both here and in Korea such as Halsey, Ansel Elgort and many more. The arc of the campaign was based around the AMA booking. I was able to book them on most of the major US TV shows including, Ellen, The Late Late Show with James Corden, Jimmy Kimmel Live!, and New Year’s Rockin Eve. All in one week. Right after we released Mic Drop which reached #22 on the Billboard Top 100 and became a platinum record. Of course, there is a lot more, and work that was done. There were a lot of days and nights of no sleep with my team.

The work that was done in 2016-2018 was the foundation of BTS’ exposure and crossover to the US and from the US to the rest of the world. At this point, everyone knew who BTS was, and today they are the biggest band in the world.

What are your thoughts on the growth of K-Pop worldwide? Particularly in the US

It’s about time…I’m joking. My goal is to connect east + west and have Asian representation in the music scene, in the US and the world like never before. Putting BTS on the AMA stage, and by having a Korean / Asian band playing the American Music Awards, was a historic moment that I will never forget. It’s definitely a career high. The Korean culture, excellence, esthetics, and disciplines coming through music, film, and beauty, are something to admire and something that should influence everyone worldwide.

We live in a great time where finally people in the US and all over the world accept others in a way that didn’t happen before. The music industry is becoming a global industry that ultimately connects everyone all around the world.

With K-Pop being as big as it is, and still growing. Brands are going to want to collaborate with these artists? How do you see this working considering for some there are language barriers?

Like I said, with the world becoming small and music being an international language, I don’t foresee any issues in that domain. I think it’s more about an understanding of the culture, cultural values, and really respecting the people you are coming in touch with.

Have there been any endorsements between any brands and your artists? if so, can you tell us about some of those partnerships?

There is, of course, the famous collab of BTS with “LINE Friends” called BT21. Each member designs a character that represents him which has been an enormous success.

Tiffany Young did a great collab with H&M that really showed her personality especially in some of the great photos associated with the campaign. We had a special performance at an H&M store as a gift to fans which was really fun to be a part of.

When being approached for an endorsement, how do you evaluate whether its an opportunity that you would want to move forward?

For me, it has to be authentic, it has to make sense and most importantly fit the artist brand.

Essentially – the artist is a brand for itself, so the right fit will be something that enhances each brand in an organic and authentic way.

What should brands not do when reaching out to you by email?

Every pitch is different and every company is different so that’s a bit difficult to answer, to be honest. But in general, keep it short, to the point, clear and as simple as possible. Don’t try to put your entire agenda in one email just the very gist of it. Think about this when you pitch: Why would the artist care and what is the opportunity for them?

What information should brands include in their pitch for an endorsement?

There are, of course, the business terms, however, I am big fan of “the Why.” Why should the artist partner/endorse the brand?

That goes beyond the monetary value and speaks to the organic, brand values and goals. Think about the artist but also make sure you know their fans who are ultimately the most important link in the chain.

What about start-up brands who may not have a big budget? How can a smaller brand work with some of your bigger artists?

I am always open to any offer. I am a big geek and a huge tech lover. I believe that every big idea started small and every big company used to be a startup. I do read every email and every pitch and I love to be a part of the startup scene.

Any final comments?

With Monsta X breaking new barriers and becoming the next band to blow up in the US and worldwide, I believe that Korean pop is here to stay. For those of you who never attended a KPOP concert please go to one. It’s a whole different experience than any other concert you have seen before. Monsta X will be playing at the Staples Center in LA August 10th of 2019 and in 5 more destinations in the US a couple of weeks prior.

Music is becoming a global market and we all speak the same language. Let’s allow music to connect us all as one.

Author

Billy Bones is Marketing Director at Bookingagentinfo.com. He’s focused on helping individuals, businesses, and organizations work with celebrities.

Kye S White

I am a Veteran suffering from PTSD. I would love to give insight on this article but I get agitated when reading a lot. I have a lot to read as it is and i need to fight that irritation to get this Nonprofit up and going. If i could watch the actual video of the interview then i would be able to give a just review. It all about seeing the person talk and the way they react when prompted. Sorry i can’t see myself helping today but i will once i am not so busy. Thanks and God Bless

Dave Hawkins

Tech is definitely a huge part of the new music conversation between Artists and Fans and not just social media. I’m thinking more geolocation tech to get fans together in small groups worldwide for special announcements from artists to fans and create community for upcoming events.

Billy

Interesting idea

Esther Esquenazi

Great article and interview

Billy

Thanks for reading

Esther Esquenazi

I don’t know what k pop is. Thank you for educating me.

Wayne

The globe is shrinking. Music connects and helps us grasp the fact that we’re one big human family. Thanks for the diversity cited (both subliminal and visual) and epitomized throughout this post.

Billy

Very true! Thanks to Eshy!

Sadick Said

Thanks a lot for developing music industry,I’m from East Africa in Tanzania mainland,I have a good music project for EAST Africa and it has been certified by the board of government Institution for its quality.I am looking for sponsors that we can do partnership.I need to connect Bongo Fleva from Tanzania in East Africa as wide.

Yukiko Sakata

Thanks for the interview, indeed BTS turned out to be a great hit stars around the world and am pleased to learn the marketer’s effort. I love his comment about the endorsement pitch and that he likes “the Why”.

Billy

I think the “Why” is very important in trying pitch any celebrity on an endorsement. Thanks for reading!

Blackpinkstarlover shining

Your an amazing director

Kanroc Xpitaf

AMAZING INTERVIEW!

Billy

Thanks for reading!

http://www.kanrocmusic.com Kanroc Xpitaf

You’re very much welcome
ANYTIME!

Arcand1772

Make sure are for the peace
U listened was nice please return the favor
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Deborah

TruSwag Magazine

Great Interview and article! Good Info!

Billy

Thanks for reading!

Jerry Roys

Insightful article, good Q&A, the only thing is a lot of alphabet soup. “K-pop” some readers are trying to guess, “what is it?” I imagine the “K” stands for Korean. You have to get into the article to find that out. Can’t assume the reader knows what it means. You want to spark interest right away, do a short intro piece on the subject. You’ll get a lot more readers to keep reading. It’s a good story.

Mrs. Choi

really fascinating read. interesting to see the statisics behind the BTS blow up and realize the careful planning and connections behind their huge boom in america. he is so right… all those connections even with ansel and halsey, etc make a big difference in exposure, etc and really get things moving in cases like this. seems like a brilliant guy!

Billy

I agree, breaking BTS in the US is no small task. They went from a relatively unknown group in the US, to hitting number one. Thanks for reading!

Mrs. Choi

oh also… i wanted to ask. even for interviews like with monsta x, tiffany, etc… do media pay for those opportunities? i know for collaborations, etc money is of course in play. but i read another article that said interviews are never paid for since they are bringing exposure to artists… is that correct? when contacting someone about an interview possibility, should you be prepared to pay for it? hope you can answer! thanks

Billy

Though I can’t speak specifically for the artists that you mentioned, in most cases, the media does not pay to get interviews. Sure, there are some media outlets that may pay for an interview, but its not the standard. Whats more important to the artist/publicist, is the reach and audience that the media brand is reaching. Read the interview with Hunter Frederick, where he answers some of these questions. Here is the link: https://blog.bookingagentinfo.com/working-celebrity-publicists-interview-hunter-fredericks/

Mrs. Choi

thank you!

Sarah

Hello beautiful humans –
So much good content here, as if the sea slowed down for a second for me to swim freely. I think we got a little “stuck” in the west and connecting to other cultures and looking abroad, connecting humans, that are there and ready to get connected, is beautiful. It warms my heart to read about the covert language, that is embodied in music for us to see who loves truly. W.E.B. DuBois has told me about that before. It is so human and so godlike at the same time- as we are, I guess. Light for the ARMY to follow. The Army of Love through these stormy, but hopeful times. Thank you for having me. Keep up the good work.

itshen223

I lobed the interview. Your questions were briliant!

Billy

Thanks for reading

http://www.thatsthewayoftheworldstageplay.com TLW

I enjoyed the interview! The questions were amazingly good. The questions provided substantive responses. Good job!

Billy

Thanks for reading!

http://www.beast-barbell.com CoralinaArmyGirl

Hi Billie, thanks for sending this article for review. I am a huge K-Pop fan and have been for a while. The music is fresh and different in comparison to US music. This was informative and has given me a few ideas for my startup! On another note found a few typos, I’m a grammar geek, so don’t mind me too much! ✌️Eshy is definitely correct in saying music is music in any language. For those that have a true affinity for all genres of music, don’t see it as a barrier but an opportunity to see we are all really not so different from one another.

Billy

Sorry about the typos :/ Glad you found the article useful, and thanks for your comment!

http://www.beast-barbell.com CoralinaArmyGirl

You’re very welcome! No worries…its a good yet bad geek grammar trait, trust me! It can be annoying even for me. 🙂

og mack drama

Billy really great article.Eshy Gazit sounds like a remarkable fellow. I would welcome the chance to speak with him.